Instead of having every possible feature, Google Keep is designed to be very simple and minimalist. It's really easy to quickly create notes and search for old notes. Google Keep enhances the app's organization by letting users color code notes.
You can set reminders that bring certain notes to your attention when you arrive at a specified location or when it’s a specified time or date. Unfortunately you can only do one or the other for each note.
It's possible to create custom categories for all shopping list items. For example, you can put foods in one category and bathroom supplies in another so that when you're in the produce aisle you're only looking at the produce you need to buy and cleaning supplies aren't getting in...
The app offers suggestion on what you might like to buy. The suggestions are organized in categories like "Fruits & Vegetables", "Milk & Cheese", "Recently Used", etc essentially allowing you to browse aisle by aisle without having to go to the store.